It’s probably the number one rookie mistake in advertising and marketing copy writing. It can tank an otherwise exceptional sales offer to the exact right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response.
What is this ill? It is writing or talking about – or to – ourselves rather than our potential and currentcustomers. In other words, speaking in the language of “me” rather than “you”.
And it's both so pervasive and toxic that it's exactly why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you answer the question eternally hovering on the tip of your readers’ tongues: WIIFM? (What’s In It For Me?)
In other words, that you learn to speak the Language of Results.

With email inboxes more crowded than ever before, simply arriving successfully is half the battle. Assuming you routinely have good deliverability, the second half of that battle is standing out in a crowd.
The majority of email users (more than 70% by some estimates) view the lineup of email messages in their inboxes via preview panes, so only a snapshot of each message is visible either to the right or on the lower half of their screens. Mobile environments can be even worse, eliminating preview-ability altogether.

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